Exhibition: Discovering What Trade Cards Can Tell Us

Although the primary purpose of trade cards was, unquestionably, to advertise a product or service, we appreciate today that they reveal much that goes beyond that original intent. They show us, for example, what the late Victorians, the men and women addressed by these cards, looked like: What clothing was worn? What were the favored hair styles? How was body language used to convey social information?   Similarly, they help us learn much about these people’s values: What evoked positive sentiments, and what was considered repellent?  How did they spend their new-found leisure time?  Some of the answers to these and many more questions may be found in the pictures and text of these attractive little cards. The breadth of interest and knowledge—from the day’s most celebrated public personalities to the plays of Shakespeare—allow us to examine the beginnings of a consumer society, ready to buy and try the best and newest products, and invite us to discover the emergence of an expansive and increasingly proud and confident young country.

The trade cards that follow, presented here in six sections, illustrate such diverse topics as recreation, pastimes, racial attitudes and stereotypes, patriotism, purity and health, gender roles, and more.  These are meant to suggest some of the ways in which these cards can shed light on many aspects of American history and culture. By presenting possible avenues of study, the Waxmans hope that students and scholars in a variety of disciplines will be inspired to visit the larger collection and make use of its materials.

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